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Practice Management > Marketing and Communications > Social Media

Advisors: What's your hook?

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It’s been suggested that you have less than 30 seconds to capture a prospect‘s attention. Although many sales people would agree that you have a short window of time to achieve this goal, many fail to create and use an effective hook.

Unfortunately, many sales conversations start with the seller telling the prospect far too much about their product, service or solution. This is NOT how you hook a prospect’s attention.

A more effective approach is to identify a potential problem the prospect may be facing (and one that you solve) and allude to a solution by sharing a success story. Such as:

“Mrs. Jones, many businesses struggle to measure the results of their media spend. One of our clients increased their targeted traffic by 24 percent after changing their strategy and implementing a new campaign. Does it make sense to have a brief conversation about the effectiveness of your existing approach?”

“Mr. Smith, this is Kelley Robertson from SellItYourself. We specialize in helping homeowners sell their homes without paying exorbitant realtor fees. I couldn’t help but notice that your home has been on the market for almost three months. Do you mind if I ask what challenges you’re experiencing trying to sell your home?”

The ultimate goal is to have the other person say, “That sounds interesting” or “Tell me more” or “How do you do that?”

When you hear those words you can assume that you are on the right track. However, don’t make the fatal error of droning on about your solution. Instead, ask several high-value, strategic questions to determine the best way to position your offering.

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Kelley Robertson helps sales professionals master their sales conversations so they can win more business at higher profits. Get a free copy of “100 Ways to Increase Your Sales” and “Sales Blunders That Cost You Money” at


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